Planning Guide Report

Marketing Operations: Planning Assumptions 2022

September 7th, 2021
Cristina De Martini, VP, Research Director
Cristina De Martini VP, Research Director
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst
Marcia Trask, null
Marcia Trask
Kerry Cunningham, null
Kerry Cunningham
Julian Archer, null
Julian Archer
With contributor:
Brett Kahnke

Summary

Marketing operations has capabilities spanning data interpretation, tools application, and process development. Effective marketing operations leaders elevate and position their teams to reveal unseen possibilities and must plan each fiscal year accordingly. In this report, we identify five areas of opportunity that should drive the agenda for marketing operations leaders in 2022, including implementing clear planning processes, aligning with other functions, measuring the value marketing is delivering to reach its objectives, establishing and managing the organization’s data strategy, and streamlining marketing process flows.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.